Analysis on Luxury Jewelry Brands Based on Chinese Consumer Behavior: A Comparative Analysis on Tiffany and Cartier

DOI

10.2991/978-94-6463-874-5_105How to use a DOI?

Keywords

Luxury Jewelry; Comparative Analysis; Tiffany; Cartier

Abstract

Luxury goods sales are expected to cool down in the Chinese market in 2024. The performance of jewelry is also poor. This is related to the changing consumer attitudes of Chinese consumers. The main consumer group for luxury goods in China is high net worth individuals. The consumption concept of this group has undergone significant changes in the past few years. Tiffany and Cartier, as the most popular jewelry brands among high-net-worth individuals in China, have made a series of adjustments from 2024 to early 2025 in response to changes in the Chinese market. This article takes these two brands as examples, based on the preferences and concepts of high-net-worth individuals in China, and compares and analyzes them from the perspectives of design concepts and market strategies. It explores the successes and failures of the two brands in the past and provides recommendations. Research has found that there are significant differences in the design concepts of the two brands, but many strategic aspects are the same. Cartier's brand design philosophy is more in line with current Chinese cultural trends and started earlier than Tiffany in some strategies. Through this study, it is suggested that both brands can pay more attention to incorporating health-related concepts into their brand design in the future, and place greater emphasis on design aesthetics in store design and services.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Xiaosen Xu
PY  - 2025
DA  - 2025/11/03
TI  - Analysis on Luxury Jewelry Brands Based on Chinese Consumer Behavior: A Comparative Analysis on Tiffany and Cartier
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 909
EP  - 915
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_105
DO  - 10.2991/978-94-6463-874-5_105
ID  - Xu2025
ER  -